Strategic Vision put it this way: The signs are clear. America is back

After almost a decade of lopsided defeats, American manufacturers have prevailed over imports for the second time in four years, according to the latest results of Strategic Vision’s Total Quality Impact (TQI) measure.

Those results released on Thursday indicated that vehicles from Ford, General Motors, Fiat Chrysler Automobiles, and Tesla combined for 16 winning models, compared to 15 winning models from abroad.

Strategic Vision senior vice president Christopher Chaney said the victory for domestic OEMs was close, but significant. He said the journey to the top did not happen by playing it safe as manufacturers took bold, innovative, game-changing risks with several models that ended up winning Total Quality Awards this year.  

“We see time and again that for consumers, innovation does more to communicate quality than an absence of problems does,” Chaney said.

“Whether it comes in the form of breakthrough technology (Tesla Model S, Chevrolet Volt, Ford C-MAX Energi), re-engineering a vehicle (Ford F-150), or creating a new model (with the resurrected GMC Canyon), consumers feel the positive impact of bold new directions taken by manufacturers,” he continued.

“The future of quality that is meaningful to buyers will reach beyond ‘no squeaks and rattles’ and reside in the successful deployment of engineering innovation and technology that is relevant, intuitive, and impactful,” Chaney went on to say.

More commentary about Ford F-150

When Ford announced plans to put an aluminum body on their signature product, Strategic Vision recalled that many in the industry were cautious or skeptical.  Since then, analysts determined F-150 buyers have largely put those concerns over the truck’s quality to rest.

An abundance of data from the New Vehicle Experience Study (NVES) showed that the truck’s aluminum body does not detract from the driver’s impression of its durability. In fact, the sense of security that the vehicle provides actually increased when Ford made the switch to aluminum.

Strategic Vision president Alexander Edwards mentioned the lighter frame also improves economic factors such as fuel economy and cost of ownership, while adding other important benefits over the competition such as increased acceleration. 

“Some auto manufacturers are hoping that attack ads on the Ford F-150 will convince shoppers of the lack of quality, hoping for similar success in election commercials,” Edwards said.

“However, the Ford F-150 has provided a quality product combined with a strong positive emotional experience that makes it a leader,” he continued. “Ford buyers will continue to cast their vote with the F-150.”

Talking about Tesla

Strategic Vision pointed out the Tesla Model S was again rated as the highest quality vehicle in the entire industry. Analysts stressed the electric performance car consistently reinforces the fact that according to consumers, quality is far more than simply a lack of problems. 

Strategic Vision director of marketing Karl Miller acknowledged the Model S does have its share of minor issues, but the innovation and excitement of the product overpowers any lasting negative feelings regarding those issues. 

“Even the way Tesla fixes problems often turns a product drawback into a benefit,” Miller said. “To be able to fix problems and add features through a software download overnight instead of a trip to the dealer is a powerful tool. 

“In many cases, it actually enhances their confidence in the product more than if the problem had never existed in the first place,” he went on to say.

Other industry notes

Strategic Vision mentioned Asian products generally did well in the more value-related categories.  Subaru in particular had a strong showing, tying with Buick as the Best Mass-Market Brand and taking home Total Quality Awards for both the WRX and the XV Crosstrek.

Analysts said the luxury-oriented segments saw a healthy dose of European winners.  BMW, which was the Best Luxury Brand, has “hit its stride” with its hatchback and crossover offerings. 

“The 3-Series Gran Turismo, X4, and X6 all won Total Quality Awards, and the X1, X3, and X5 were near the top of their segments,” Strategic Vision said.

To see the full list of Total Quality Award winners, go to this website.